Kotler / Pfoertsch Ingredient Branding

Making the Invisible Visible
1. Auflage 2010
ISBN: 978-3-642-04214-0
Verlag: Springer
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 409 Seiten, Web PDF

Reihe: Business and Management (R0)

An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing.

The authors have examined more than one hundred examples, analyzed four industries and developed nine detailed case studies to demonstrate the viability of this marketing innovation. The new concepts and principles can easily be applied by professionals. In the light of the success stories of Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon it can be expected that component suppliers will increasingly use Ingredient Branding strategies in the future.

Zielgruppe

Professional/practitioner

Autoren/Hrsg.

Kotler, Philip

Pfoertsch, Waldemar

Inhaltsverzeichnis

Branding Ingredients.- Basics of Ingredient Branding.- Intel Inside – The Ingredient Branding Success Story.- Implementation of InBranding Within a Company.- Success Stories of Ingredient Branding.- Detailed Examples of Successful Ingredient Brands.- Managing Ingredient Brands and Measuring the Performance of InBrands.- Perspectives of Successful InBranding.

Leseproben

"CHAPTER 1 Branding Ingredients (S.1-2)

The fact that consumers are willing to pay more for a branded product is a well-accepted phenomenon in the business to consumer (B2C) industry. Whether it is for long-lasting quality, superior workmanship, or merely as a status symbol, brands like Mercedes-Benz, Chanel, and Sony command premium prices and exclusive reputation for their products.

The advantages of a strong and attractive brand may long be taken for granted in consumer goods, but a recent phenomenon has emerged; that of branding the ingredients contained in the end product. (See Fig. 2: Logos of selected Ingredient Brands and the complete list of Ingredient Brands in the Appendix). After all, what makes up the end product but the sum of its ingredients? Why not advertise and use to advantage the very things that contribute to the desirable end result?

If implemented and pursued intelligently, branding ingredients could be a win-win situation for manufacturers of both ingredients and final products. For the consumer, there could be no doubt that becoming a more powerful and intelligent shopper, i.e., having the power to demand quality ingredients in the products he/she buys, is a good thing. In an economy where consumers are satisfied with their purchases, business is brisk for manufacturers, who in turn, strive to offer better and better products to continue to satisfy the consumer … and thus, the wheel of a healthy market economy keeps turning. Branding in general may have reached a saturation point, even leading to the emergence and popularity of “Unbrands”, but the emergence of Ingredient Branding is lending a whole new dimension to the power of brands. Let’s get started in learning all the ins and outs of Ingredient Branding.

1.1 What Is Ingredient Branding?

In today’s market environment, characterized by intense competition, increasing globalization and established customer preferences, current marketing approaches implemented by component companies have some limitations. Rising customer sophistication makes it increasingly difficult to market to consumers, but it also opens up different ways of reaching the customer, giving producers more opportunities to sell their products. Ingredient Branding is one of these ways."

Über Autor(innen)

Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, Evanston, Illinois. He received his Master's Degree at the University of Chicago and his PhD Degree at MIT, both in economics. He did post-doctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.
Professor Kotler is the author of: Marketing Management: Analysis, Planning, Implementation and Control, the most widely used marketing book in graduate business schools worldwide; Principles of Marketing; Marketing Models; Strategic Marketing for Nonprofit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; The Marketing of Nations; Kotler on Marketing, Building Global Biobrands, Attracting Investors, Ten Deadly Marketing Sins, Marketing Moves, Corporate Social Responsibility, Lateral Marketing, B2B Brand Management and Marketing Insights from A to Z. He has published over one hundred articles in leading journals, several of which have received best-article awards.
Professor Kotler was the first recipient of the American Marketing Association's (AMA) "Distinguished Marketing Educator Award" (1985). The European Association of Marketing Consultants and Sales Trainers awarded Kotler their prize for "Marketing Excellence". He was chosen as the "Leader in Marketing Thought" by the Academic Members of the AMA in a 1975 survey. He also received the 1978 "Paul Converse Award" of the AMA, honoring his original contribution to marketing. In 1989, he received the Annual Charles Coolidge Parlin Marketing Research Award. In 1995, the Sales and Marketing Executives International (SMEI) named him "Marketer of the Year".
Professor Kotler has consulted for such companies as IBM, General Electric, AT&T, Honeywell, Bank of America, Merck and others in theareas of marketing strategy and planning, marketing organization and international marketing. In 2008, the Wall Street Journal listed him as the 6th most influential person on business thinking.

Waldemar Pfoertsch currently holds the position of Associate Professor of Marketing at CEIBS (China Europe International Business School, Shanghai) and Professor for International Business at University of Pforzheim, and he was visiting lecturer at the Executive MBA Program of the Liautaud Graduate School of Business, University of Illinois at Chicago and at Stuart School of Business at Illinois Institute of Technology Chicago. In addition he was an online tutor for MBA Program International Management University Maryland College Park and lecturer at the Steinbeis University in Berlin. He also was Visiting Associate Professor at Kellogg Graduate School of Management, Northwestern University, Lecturer for Strategic Management at Lake Forest Graduate School of Management and Professor for International Marketing at the University of Cooperative Education Villingen-Schwenningen.
He received two Master Degrees (economics & business administration) and his Doctorial Degree in social science at the Free University Berlin. He did his post-doctoral work in industrial planning at the Technical University Berlin.
His latest publication in English and German cover the areas of Business-to-Business Marketing, B2B Brand Management and Ingredient Branding, I also published: Living Web and Internet Strategies, International Strategies, etc.. He published more than 50 articles in German, Chinese and English language on international management and marketing issues.
Professor Pfoertsch has consulted for such companies as Daimler, HP, IBM, and many medium size corporations in Europe, Asia and North America in the areas of international marketing and brand management. He is on the advisory board of various companies and non-profit organizations.

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